Helping one of the world’s largest software companies teach elephants to dance.

VMware

Client

Services

The Challenge

A lot of our work for VMware has focused on positioning and strategic messaging. This time up: the CEO’s keynote at VMworld. Big business can’t allow small, nimble startups to steal their market. But a big business running VMware can adapt to market changes quickly—and do much more to exploit new opportunities because of the advantages of scale.

Position VMware as an essential fabric for business agility and success.

The A-Ha Moment

It’s no longer the big beating the small, it’s the fast beating the slow.

The Creative

Some of the most powerful ideas are not relegated to just being seen on TV, read in print ads, or experienced online.

Our strategic thinking didn't take center stage in the traditional sense of marketing, but it did take center stage at VMworld.

We helped create CEO Pat Gelsinger's keynote speech at VMworld, detailing five imperatives for digital business to succeed in a hyper-connected world—organized around our theme "Innovate like a startup, deliver like an enterprise."